Lion Festival Of Creativity

A festival Of Creativity “Cannes Lions has always been, and always will be, a Festival of Creativity”. But does this festival have an important impact on marketers and advertiser’s interests? Cannes lion is a worldwide biggest celebration of creativity whereby individuals from different countries participate in marketing their brands in order to win the “Cannes lion award” based on their excellence. About “40,000” entries are showcased and judged in the competition that is held in Cannes, France. “Moreover, 8,000 delegates from 90 countries attend seven days of exhibitions, screenings, as well as over 50 high-profile seminars, 30 workshops and master classes presented by renowned worldwide

Cannes lion is the world championship of innovation and inspiration whereby marketers, advertisers, and other creative campaigners participate in supplying their brands for being awarded. Lion awards creativity “has shown a measurable and proven impact on a client's business such as creativity that affects consumer behavior, brand equity, sales, and profit “(Varley 2010). For example, “The Coca-Cola Company won its first Cannes Lion way back in 1967 and has won more than 100 Lions for different advertising and communication disciplines since then. It won the Design Grand Prix in 2008 for the US entry Coca-Cola Identity and in 2012 it won the Outdoor Grand Prix for its Coke Hands initiative in China”(Mumbai 2012). This winning has made Coca cola’s company stronger, more effective, and more creative. As we see nowadays, its model of decorating the bottle is always in change, the reason that makes it a stronger and competitive brand against other businesses. This brand’s identity allows “company's advertising, always an important and exciting part of its business” (Mumbai 2010).Therefore, Cannes lion was a great push for coca cola’s company in developing their marketing brand to reach the worldwide and to increase their profit by depending on impostor and powerful advertisements that are designed to attract consumer’s mind and

Companies that participate in Cannes lion spend a lot of time preparing for this competition. They give the whole trust to their clients because they believe that they chose the best from their field. After losing, companies become confused whether its selecting condition for the best clients was correct, and start losing its trust in them. According to Scott Donaton “It’s potentially a dangerous setback and can send the signal that work isn’t good enough.” (Cited in Diaz, 2015). Thus syndicates fire Cannes lion fruitless delegates as a result for their